Published: 6 Dec 2022
  • Updated: 22 Jan 2024

Challenges in Facebook Audience Building

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By Tyrone Showers
Co-Founder Taliferro

Facebook Audience Building

The realm of social media has undoubtedly revolutionized the way we communicate and interact with the world. While Facebook might seem like a platform primarily for sharing personal snapshots and life updates, it conceals a realm of opportunities beneath its surface. One of these opportunities is the potential to build a thriving audience. However, the path to successful Facebook audience building is not always smooth, as we discovered through our own experiences. In this narrative, we will recount our journey, marked by the challenges we faced, which eventually led us to abandon our efforts to grow our audience on Facebook.

The Facebook Profile Audit

Our journey began with the anticipation of expanding our audience on Facebook. We understood the importance of knowing our audience inside out, so we commenced with a Facebook profile audit. This crucial step was intended to help us comprehend the demographics and interests of our ideal audience, which would enable us to tailor our content accordingly.

Questions we asked ourselves during this audit included:

  • Who are the individuals we aim to reach?
  • What is their age group?
  • What gender predominates among them?
  • What are their interests, ranging from sports and fashion to cooking?

This introspection was intended to guide us in shaping our social media strategies effectively.

The Importance of Language on Facebook

Understanding our audience was one aspect; communicating with them effectively was another. We recognized the significance of employing language that resonated with our audience while staying true to our brand's identity and communication goals. It was imperative to strike a balance between using the language our audience favored and aligning it with our messaging.

For instance, if our target audience was mothers, it was crucial not to extol the virtues of our product for children but to emphasize how it eased the lives of busy parents. The language we used had to reflect this nuance, ensuring that our message was compelling and relatable.

The Virtue of Consistency

Building an audience on Facebook requires more than just sporadic content sharing; it necessitates consistency. Once we initiated the process of audience building, maintaining engagement became paramount. This consistency extended to our content posting schedule, with designated times and topics for each day of the week.

For example, if our niche was a beauty blog and Sundays were reserved for showcasing favorite beauty products, we meticulously planned the timing of these posts, considering the time zones of our target audience. Posting consistently may initially pose challenges, but it gradually becomes second nature and even enjoyable.

However, it is crucial to strike a balance between consistency and overcommunication. While frequent posting is beneficial for setting expectations and reinforcing your page's presence, inundating your audience with excessive updates can have the opposite effect. Striking this balance is essential for long-term audience building and maintaining trust.

Becoming a Hashtag Maven

Hashtags are a powerful tool for engaging with your audience on Facebook. However, their effectiveness hinges on proper usage. Hashtags serve as a means to promote your content and participate in relevant conversations. It is essential to use appropriate hashtags while keeping different topics distinct in each post.

For instance, if the topic of discussion is healthcare reform, using the hashtag #healthcarereform is pertinent. Conversely, if you are sharing a work-related photo, hashtags like #worklife and #workinghard become relevant. Proper hashtag utilization can amplify your content's reach and engagement.

Engaging in Conversations with Other Pages

Effective Facebook audience building is not solely about self-promotion. Engaging in conversations and actively responding to comments and queries from other users is equally important. Authenticity is key, and the avoidance of spammy behaviors is crucial. Genuine interaction fosters relationships and strengthens your presence on the platform.

Asking questions when appropriate and participating in discussions related to your niche can pique the interest of potential followers. Encouraging interaction between your followers and those of other pages can create a vibrant ecosystem, benefiting everyone involved.

Cross-Promotion Across Channels

With an established Facebook following, the next step is cross-promoting your content across different social media channels. However, it is essential to tailor your approach for each platform. While the content may remain the same, the presentation and use of hashtags should be adapted to suit the nuances of each platform.

Consistency remains the guiding principle. Potential customers who encounter your content on one platform should easily identify where they can find more information on their preferred channel. Sharing links directly within the account of your business page or blog poses no issue, as the posts are visible only to those who have connected with you through those specific channels.

The Unsuccessful Facebook Audience Building Journey

As we embarked on our journey to build a Facebook audience, optimism filled our sails. However, our voyage was marked by unexpected challenges that ultimately led us to abandon our efforts.

Our initial setback was a cybersecurity incident. Shortly after setting up our Facebook account, it fell victim to hacking. To our astonishment, we discovered that additional users from China and India had been added to our account without our knowledge or consent. These unauthorized users began running shadow campaigns, creating and disseminating content that we had no control over.

Despite numerous attempts to contact Facebook for assistance, our pleas for help went unanswered. The lack of response left us feeling helpless and frustrated. Our desire to build a meaningful audience was overshadowed by the nefarious activities taking place within our account.

The shadow campaigns orchestrated by unknown entities not only tarnished our brand image but also eroded the trust we had hoped to build with our audience. As our audience numbers swelled with these unauthorized users, our ability to engage with genuine followers and deliver valuable content dwindled.

Conclusion: The Unforeseen Hurdles of Facebook Audience Building

Our journey to build a Facebook audience was marred by unexpected hurdles. The breach of our account's security, followed by the influx of unauthorized users, cast a long shadow over our efforts. Despite our best intentions, the lack of response from Facebook left us with no recourse but to relinquish our aspirations of Facebook audience building.

While social media remains a powerful tool for connecting with audiences and growing businesses, our experience serves as a reminder that the path to success is not always straightforward. Building an audience requires dedication, consistency, and the ability to navigate unforeseen challenges. In our case, the journey was cut short, but the lessons learned along the way will continue to shape our approach to social media and audience building in the future.

Tyrone Showers